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顧客調査

顧客調査はマーケティング関連部署の基礎となります。スパイアは、カバーする新興国市場における定量および定性調査を提供します。スパイアのコンサルタントは、フィールドワークのみならず、翻訳のニュアンス、質問項目の設定、ブリーフィング、インタビューの実行に精通しており、アジアと新興国における言葉と文化の背景を理解した上で、結果を導き出すことができます。

 

QUANTITATIVE RESEARCH
Surveys
  • Face-to-face (central location, home or office)
  • Street intercepts, mall intercepts
  • Phone, internet
QUALITATIVE RESEARCH
In-depth Interviews
  • Guided interview – using basic checklist to make sure that all relevant topics are covered
  • Semi-structured format – free flow conversation to increase insights on participant’s thoughts, feelings and behavior
Focus Group
  • Discuss with a group of 7-10 people or mini-group of 3-5 people, who have been specifically screened to match set criteria
Ethnographic Research
  • In-context observations
  • Central location tests
  • Diary placement
RETAIL RESEARCH
Mystery Shopping
  • Simulating various customer scenarios
  • Testing sales skills, product knowledge, first brand mention and other selling attributes
Retail Audit
  • Assessing in-store environments for hygiene, share of shelf, share of voice, and other attributes
  • Designing and scoring competitive metrics for brand in-store execution
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